When a brand is described as having a heritage, it highlights how the values and culture of the company have successfully been carried through from one generation (approximately 20-30 years) to the next. It’s a stamp of authenticity indicating that the brand has delivered what it promised consistently over a significant period of time. Because of this endorsement, because the brand has been able to continue delivering, it has immense worth. A positive legacy is priceless.
Heritage and legacy don’t live in the past. The past creates them but their purpose is in the now. It is an indication that prospects and customers can trust the brand today because of what it has achieved before. It is a reflection of the investment the brand has made in building a consistent and meaningful story, one that resonates with those they are “seeking to serve”*. It is the product of a brand story well-lived out! Customers care about these brands because they believe these brands care about them.
This doesn’t just happen by watching the calendar days flip. In and of itself, age doesn’t create heritage. Think of a brand that has been around for decades but doesn’t consistently deliver on their promise or stick to the same promise. They aren’t worth more than their younger competitor who is clear in their marketing and serving their customers well every day. Now think of a brand who has been around for ages and IS doing it. For example, Nandos. They consistently have communicated cheeky and fun as well as chicken with delicious sauces. When someone mentions them, you have a clear picture of who they are, what they value and what experience you are likely to have if you go into a branch. They have become a South African brand icon.
In addition to the encouragement and reassurance offered by a strong heritage, it is also a shield of resilience. When things are tough, it stacks the deck in the favour of the brand, when the customer or prospect is under pressure, they are more likely to lean into the known, the brand with a great legacy. It says to them “we care about our customers”. It’s why a brand of 25 years can be worth more than a brand of 5 years. It’s why the ANC still has the grassroots voter support. For 85 years of its 110 years history it defined African liberation. That is counterbalanced by 25 years of delivery failure but, still, it is hard for those who remember it’s heritage to vote differently. Their past shields them from their current missteps.
Brands with a great heritage, that care about their legacy, are much more likely to be around in the future. It’s worth investing in. So how do we go about building brands with heritage? We’ll unpack that next week.
*Seth Godin always asks the question, “Who are you seeking to serve?’” In our mind’s eye, it’s a great place to start the conversation and has helped us focus on the strategic direction of the many brands we’ve worked on over the past 26 years. We acknowledge and are grateful to him for his past and current contribution to making change for the better.